This document discusses programmatic advertising in travel and how to customize programmatic campaigns. It notes that while programmatic advertising has disrupted the industry through greater efficiencies and ROI, current real-time ad markets provide limited customization. The document then outlines how to take a programmatic travel campaign to the next level through highly customized segments, creatives, pricing models, and optimization based on consumer journey data and CRM integration. Enhancing transparency into campaign performance is also discussed. The document concludes by introducing myThings and their proprietary programmatic platform.

1. Programmatic Advertising
Customized for Travel
October 2013
Tanja Sanders
Managing Director Benelux, Nordics, ROW

2. Real time ad market today
Programmatic advertising
and big data have
disrupted the industry:
Greater campaign efficiencies
Improved ROI

3. The programmatic opportunity
10x
4x
RTB Spend
Worldwide RTB-based spending will grow from
$2.7 billion in 2012 to $20.8 billion in 2017
Real-Time Bidding in the
United States and Worldwide,
2012-2017 (Sep. 2013)
~2x
Mobile RTB Spend
Video RTB Spend
Mobile RTB spend to quadruple in 2014,
to reach $1.9 billion by 2016 (US only)
Video RTB spend to nearly double in
2014, to reach $1.7 billion in 2017 (US only)

4. The programmatic opportunity
New “kids”
on the block
Reportedly
coming next

5. Real time ad market today
However, it’s
a compromise
Knowledge is not shared with the true owners of the data
Campaign customization is limited

6. Real time ad market today
Limited campaign
customization
Little ability to customize campaigns to meet
specific business and branding goals

7. CUSTOMIZING PROGRAMMATIC
ad campaigns in travel
FAMILY
PLANNING
ANNUAL
HOLIDAY
LOYALTY CLUB
MEMBER
UPGRADED
BUSINESS
TRAVELER

8. Challenges of real time travel advertising
Leveraging BIG data
which is even bigger in travel
Keeping brand top-of-mind during
prolonged decision-making process
Ultra-dynamic verticalNeed for great degree of flexibility

9. THE LONG JOURNEY OF TRAVEL CONSUMERS
67
DAYS
26.3
SITES
60.4 VISITS
OVER 27.1
SESSIONS
SPENDING TOTAL OF 4 HRS 48 MINUTES PRIOR TO PURCHASE
finding the right ad mix throughout
this journey is a challenge
Source:

10. Business-driven customization in travel
Adapting programmatic campaigns to fit an
advertiser’s unique business & branding goals
Prospects
Inspiration
Awareness
over time
Customers
Short term
cross-selling
Acquisition
Ancillary
revenue
Long term
repeat purchases
Loyalty club
acquisition
Incremental revenue =
Acquiring new business +
maximizing value of existing business
…and integrating them throughout the entire programmatic ad campaign chain

11. Business-driven customization in travel
…and integrating them throughout the
entire programmatic ad campaign chain
Customized
business-driven
segments
Customized
creative
Customized
pricing models
Customized
optimization
models

12. Customized segments
Pinpoint targeting
Consumer journey
Hotels, packages, flights
User activities
Engagement
User value
User geo location
CRM Data

13. Customized segments
Recommended retargeting segmentation plan in line with business goals
Incremental
revenue
Inspiration
Awareness
Awareness
over time
Acquisition
Acquisition
Acquisition
DEFAULT
PROSPECTS
HIGH VALUE
TRAVELERS
INTERESTED
FAMILIES
MIDWEEK
SHOPPERS
CHRISTMAS HOLIDAYS
ADD SEGMENT
Repeat
purchases
ALL USERS
Incremental
revenue
RESEARCH PHASE
USERS
ALL USERS
LAST MINUTE DEALS
Incremental
revenue
Incremental
revenue
Ongoing
Seasonal

14. Customized creatives
Non-template, fully customized creative

15. Segmented retargeting campaigns
Prospects
Segment Price
Interested families
Segment Price
B
A
Personalized products
Midweek shoppers
Segment Price c
Seasonal retargeting
Segment Price D

16. Customized optimization models
Segment configuration
Man
Segment pricing
Ongoing optimization
Actionable data insights
Fine-tuned micro
segmentation
Dynamic creative
optimization
&
Machine
Highly efficient programmatic
media buying
Lifetime value
optimization

17. Taking a programmatic travel campaign to the next level
The impact of CRM
data in travel:
Ability to leverage highly valuable data
(e.g. data related to loyalty club & product margins)
Ability to accurately target users based on long term consumer view

18. The end result
Differentiated programmatic campaigns with unique
pricing, creative, messaging and sequence
For every user segment.

19. Success Story
0.64%
5.2%
5-6x higher than
standard display
Significantly higher
than site average
CTR
PCCR
Based on over 7 million impressions
“We are very pleased with the solid performance we keep on
seeing with myThings. Coupled with its dedicated account
services, we consider myThings to be an essential tool for
increasing conversions in the travel vertical."
”
Wesley Koolen
Roomport Internet Manager

20. New approach to display advertising
From
black box
to
glass box

21. Enhancing transparency
Segment-level audience
transparency
Performance data
Creative performance
Analytics and Insights

22. Enhancing transparency
Media transparency
Domain-level
performance
Top publishers
per network
RTB
win rates
% of new customers
from each media channel

23. To summarize
Current state
of real time
ad market:
Programmatic advertising
disrupting industry
Nonetheless, it has created
two key pains: uniformity
and limited visibility
Customizing programmatic
travel campaigns
Taking it to
the next level:
Providing complete visibility
into campaign

24. About myThings
150+
employees
5 billion
impressions
per month
60+
engineers, PhDs
and data analysis
experts
7 billion
RTB requests
handled per day
100%
proprietary
platform
300+
Partnerships with
premium media
networks & sites

25. Offices in 15 cities serving 30 markets
AMSTERDAM MILAN
NEW YORK
SCOTTSDALE MADRID
PARIS
LONDON BERLIN
MUNICH
SAO PAULO
STOCKHOLM
WARSAW
TEL AVIV
MOSCOW
TOKYO

26. Thank you
Email: t a n j a . s a n d e r s @ m y T h i n g s . c o m
Mobile: 06 4 4 - 2 9 5 4 1 1
Twitter: @ t a n j a s a n d e r s